Frodoh has partnered with Chaupal to introduce what they describe as an industry-first “first-screen” monetisation framework, aimed at unlocking new revenue streams for subscription-led streaming platforms without disrupting the viewing experience.

The new model shifts advertising away from content playback and into the discovery layer of connected TV interfaces. This means viewers may encounter subtle brand placements while browsing the home screen, but once content begins, the experience remains completely ad-free. The approach is designed to preserve the premium, uninterrupted viewing environment that subscribers expect.

At its core, the technology leverages high-attention touchpoints such as session depth, browsing behaviour, and viewing intent. By turning the OTT home screen into monetisable inventory, the framework creates an additional revenue layer that was previously untapped, particularly for platforms that rely heavily on subscriptions.

Chaupal CEO Sandeep Bansal said the partnership aims to strike a balance between growth and user trust, noting that the integration is designed to feel native within the interface while ensuring that content consumption remains unaffected. From Frodoh’s perspective, the initiative represents a new category of advertising that focuses on visibility without clutter, according to founder and CEO Russhabh R Thakkar.

The development reflects a broader shift across the OTT ecosystem, where platforms are increasingly exploring hybrid monetisation models to sustain growth. As connected TV adoption continues to rise, the home screen is emerging as a critical engagement zone, offering advertisers a high-impact entry point without compromising user experience.

If widely adopted, the “first-screen” approach could redefine how streaming services monetise, suggesting that the most effective advertising space may lie not within the content itself, but in the moments just before it begins.